NOT ONE of Los Angeles' four seasons-fire, flood, earthquake and riot-scares Chief Auto Parts.

The elements, especially the earthquake, didn't stop Dallas-based Chief from opening a new and radically different hub store in South Central Los Angeles.

Features of the new "customer friendly" store include:

• The "hot stuff" power aisle with massive stacks of products price-listed in current ads;
• The Auto Repair Learning Center with a large inventory of repair manuals, and a Shade-Tree Mechanic Home Video Library complete with a VCR for customers' use in-store;
• The Chief Parts Center. This isn't called a "counter." The only "counter" in the store is the checkout counter. The Parts Center signage even includes a pegboard-type display of actual parts, so that a wannabe DIYer needing a ball joint, for example, can see exactly what it looks like; and
• A soft-drink cooler on the sales floor for thirsty customers.

This is Chief's second "hub" store-the first one is in Dallas. It is considerably larger-6,000 sq. ft. -than regular Chief stores, and carries 14,000 SKUs for more part numbers.

The store is linked into special order with Chief's other South Central L.A. stores to provide parts for the smaller stores' customers, and special-order signage is prominent throughout the new store. Chief guarantees 30-minute delivery on any special order.

"Opening this flagship store in South Central L.A. is an unmistakable signal of Chief's total commitment to the community," says David Eisenberg, Chief's president. "It reinforces our prompt action following the 1992 riots by rebuilding and reopening all of the 21 stores that were burned and/or looted."

The store also had to contend with another disaster. Less than 2 weeks after the area’s 6.6 earthquake on Jan. 17, 1994, Chief held the grand opening of the hub store.

The building which houses the new Chief store suffered only a few minor plaster cracks, which were easily filled in time for the opening.

Ironically, the resilience was by design. Four months ago, when Chief purchased the building, it was confronted by Los Angeles city building engineers’ inspections, which required steel reinforcement of the walls and roof before it could open to the public. The work was done, and on grand-opening day, Kenny Cason, Chief’s communications manager, remarked: “I know this old building would have tumbled down in the quake without the steel in the walls and ceiling.” The building had been a furniture store for many years. It had a mezzanine floor, which Chief removed so the 25-ft. ceiling could be used for overhead signage and floor-to-ceiling shelving all along the south wall.

(Top) Chief Auto Part’s new hub store is a former furniture store. It is larger than other Chief outlets and carries 14,000 SKUs for more part numbers. Right) Chief removed a mezzanine floor so a 25-ft. ceiling could be used for overhead signage and floor-to-ceiling shelving.

With windows on the north side and front, ample light fixtures and a light tile floor, it is a particularly bright and cheery environment for customers.

Store layout and design was by Stephen Alexander, president of Automotive In-Store Marketing, Pittsburgh.

Even with all these bells and whistles, there is the crucial questions; “How’s business?”

In the 2 weeks prior to the official grand opening, Cason claims sales had exceeded projections; the earthquake notwithstanding.

“I can almost guarantee this store will do $1 million in its first year,” he says.

COPYRIGHT NOTICE:"Reprinted with permission from Aftermarket Business, July, 1994. Copyright by Advanstar Communications, Inc. Advanstar Communications, Inc. retains all rights to this material." To subscribe to Aftermarket Business, call 1-218-723-9477 or email fulfill@superfill.com.

Stephen J. Alexander is an aftermarket consultant, speaker and monthly columnist for Aftermarket Business Magazine. To learn more about other in-store merchandising and marketing issues, contact Stephen Alexander, Automotive In-Store Marketing at 239-395-9203 or e-mail him at salexander@autoinstore.com.